With traditional live sporting events on hold during the coronavirus crisis, action-starved fans are turning to esports for their competitive fix. Now sponsors and broadcasters are taking note.
Pushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
Sponsors will need to devise a new strategy as the International Olympic Committee finally postpones Tokyo 2020 amid the worsening Covid-19 pandemic.
Where possible, marketers should take a leaf out of the betting industry’s book, taking advantage of new virtual events and online markets, as coronavirus lays waste to business as usual.
While mainstream sports such as football, basketball and tennis continue to attract the most attention, Intersport hopes a focus on local sports and communities will give it an “edge to stay relevant” in a competitive sports retail environment.
The community running organisation has signed up its first sports sponsor in Brooks after admitting it was reluctant to bring a sports brand on board due to their focus on elite athletes.
By linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
Under Armour is investing a greater proportion of its marketing budget on brand and top-of-funnel activity as it looks to “spend money the right way”.
It may have taken years to shift attitudes, but marketers are finally realising the power of putting female athletes on an equal footing with men.
America’s favourite sport is gearing up for its Sunday night showcase, even if some brands are refusing to play by the old rules.
Long-form content is making a comeback on social media, with brands writing extended Instagram captions and producing lengthier video material. But just how interested are consumers in a deeper dive?
As the French capital gets its gameface on ahead of the 2024 Olympics, Adidas explains how the city’s local creativity is feeding the brand’s international strategy.
Liverpool FC is hoping to retain its strong local identity and build a formidable international fanbase with the roll-out of its subscriber only YouTube channel.
The Women’s Sport Trust is pairing marketers from Sainsbury’s, Disney and Facebook with female athletes in a bid to amplify the message around women’s sport.